Geneviève Hardy
Directeur artistique at Ogilvy & Mather
Paris, France
TitleInside Out
Agency
Campaign Inside Out
Advertiser Shangri-La Hotels & Resorts
Brand Shangri-La Hotels And Resorts
Tagline There's No Greater Act Of Hospitality Than To Embrace A Stanger As One's Own
Story

Without having to talk about chandeliers, infinity pools and the likes, it allowed for a more unique and compelling philosophy: Shangri-La treats guests not as king, but as kin, as family.

All that was required now was for their staff to live, breathe and believe it - all 66,000 of them across 70 hotels. The only way was to get them in touch with their human side. So we focused in what other products didn't have - emotions. Before we inspired the public, we made every effort to inspire them first.

We created a campaign aimed at the heart and we began building the brand from the Inside Out.

 

Philosophy

Shangri-La treats guests not as king, but as kin, as family.

Media Type Case Study
Executive Creative Director
Executive Creative Director
Creative Director
Copywriter
Copywriter
Copywriter
Art Director
Art Director
Agency Producer
Account Supervisor
Client Supervisor
Director
Producer
Photography / Illustration
Music
Sound Design Company

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